Gaurav Goenka’s brand Hungover is not the result of an idea that popped up on a party night. “We just wanted a quirky name that people remember,” he laughs, adding, “Technically, a cloth is hung over you, right? That’s how the name came about.”

The brand that makes bespoke T-shirts for men online, has now ventured into a line for women. “A lot of men say that the women in their lives take these T-shirts and don’t return them,” he laughs. Shreya Goenka, who is married to Gaurav, handles the women’s line, especially the ideation of patterns and looks. “We have round necks, polos, and V-necks with sleeves that can be anything from half and cap sleeves to sleeveless with ruffles,” says Shreya.

While the brand’s forte is to give the wearer a customised tee that fits perfectly, they also specialise in embroidery, prints, graphic prints, emboss printing and hand painting as well. The range of embroidery — button, sequin, tuft, crystal, hand embroidery, burden stitch, and zardozi — is as diverse as the customisation requests from clients. From clients and their pets faces in crystal and golden zardozi motifs, to colourful symbols and initials that define one’s personality, Shreya says there is no limitation, and they do it all. “We can also turn T-shirts to shirts,” she smiles.

“With this line, you can be your own designer,” says Gaurav. With Hungover’s customised T-shirts, the aim is to prove that these are not just limited to casual spaces. It can be worn for brunch, semi-formal events, and even cocktail dinners. “You can style it in different ways. We also offer personalised style guidance,” says Shreya, adding, “From classic stitches to contemporary trends, our expertise — through years of experience in the garment industry — is to ensure premium fabric, fit and embellishment.”

Additionally, Hungover has also introduced a line of sweatshirts. “For this, one can create their own colour and the colour then becomes their trademark and is not used for any other sweatshirt,” explains Gaurav.

The requests range from the creative to the bizarre. “A lady sent us a gift box with a specific design on it. She wanted her sweatshirt to be in the colour of that design; and we did it,” he says. Another client, who got a custom gold Ferrari made for him, wanted a polo T-shirt in the same colour. The T-shirt — made by Hungover — now hangs framed in the gentleman’s garage with the Ferrari.

The brand started around a decade ago when the digital retail boom took over India. “We brought in a culture of graphic tees to the country. I export garments to international fashion brands. I thought, if those brands are making money with my designs then why can’t we make money in India,” he says. For the first two years since its launch, Hungover was thriving. Gaurav’s export business was booming too so he did not get to concentrate much on the retail arm of the business. Then COVID-19 reared its ugly head. “We then planned to relaunch the brand with bespoke T-shirts,” he says.

Gaurav and his team began working from their respective homes. They started with creating T-shirts for friends and family. Measurements were sent via WhatsApp and once the T-shirts were dispatched and the feedback was positive, Gaurav launched formally in 2022.

The first six months were tough, he admits. “We changed the word from customisation to bespoke and then to made-to-fit,” he says, adding, “Clients are asked for their height, actual size of garment they wear, etc. Then they are asked to choose design and colour.”

Within 48 hours of that a free fitting sample T-shirt is sent to the client. They can then try the sample and either choose to send pictures or update the measurement card. After that the final garment is sent. The whole process take almost 14 days.

The garments, Gaurav says, are made in his green plants in Tiruppur and Sri City. He takes pride in the premium material he uses — “highest grade cotton”. He adds, “I don’t call this a T-shirt brand. It’s an experience that we are selling; bringing the trial room to your house.”

Prices start at ₹1,500. For details, call 9176016000 or log onto hungover.in